The ad features 29 year hotel heiress in a short black dress preening and rubbing a can of Devassa beer on her to the delight of onlookers watching through her window. Brazil's regulations say beer commercials cannot treat women as overtly sensual or sexual objects.
Devassa Beer Where To Buy
Many Brazilian beer ads feature women in bikinis -- but a key difference is that those are set on the beach, said Eduardo Correia, a spokesman for the regulator Conar, which has opened three separate investigations into the campaign.
Devassa, which means “naughty” in the most gentle of translations, is made by Grupo Schincariol. Devassa's Bem Loura - 'Very Blonde' - beer also features an internet campaign with Paris wearing lingerie and high heels.
Recently the Dutch multinational also announced an investment of BRL 15 million (USD 3.9 million) in the Brazil Beer Institute (ICB), an institution dedicated to offering qualification courses for the beer market.
"Since 2015, we have consistently invested in our breweries to support the growth of the Heineken Group in Brazil. SÃo Paulo is an extremely important state for us due to the supply of the Southeast region, a strategic market for the company, especially in the premium beer segment," says Nelcina Tropardi, Vice President, Corporate Affairs, Heineken Group.
In its report for the first quarter of this year, Heineken stated that beer volume grew again double digit, driven by both the premium portfolio led by Heineken, and the mainstream portfolio led by Amstel and Devassa. (inside.beer, 24.4.2019)
I am a girl who lived in Brasil for 11 years. What strikes me funny is that it's true none of this is news to brasilian feminists as all brasilian beer ads have women with little on and being provocative. I think there is something fishy behind it and it may have much more to do with a skanky socialite and stereotypes and more with it being an American blonde dancing instead or as the above comment implied - a little well put marketing.
Responding to speculation over a deal with Kirin, the Dutch beer giant said in a statement on Friday that discussions are ongoing and that there can be no certainty that an agreement will be reached, with further announcements to be made as appropriate. googletag.cmd.push(function () googletag.display('text-ad1'); );
The acquistion pits Kirin up against A-B InBev, the world's biggest brewer, the Bev part being the original Brazilian part of the company. AB InBev has a more than 70 per cent market share in Brazil through its best-selling beer brands such as Brahma.
Can anyone give me an idea of how much you would expect to pay for a bottle of local red wine and six local beers? Also, can you bring these items back to your hotel to drink? Are there any laws against drinking on the beach?
Now about beers and wines.... The major beer producer here in Brazil is Ambev (is a merge deal of Interbrew and local producers), and they produce the most popular brazilian beers in brazil, including Brahma, Skol, Antartica. a can of any of those beers may cost around 1 to 2 reais at the local supermarket. IÂd recomend trying the premium ones or from small producers, such as Devassa, Baden Baden and Dado Bier. All three brands can be easly found at Zona Sul supermarket and are a bit more expensive, costing around 3 or 4 reais a small bottle.
But my favorite one is the Rio Sol family. These are some great Shyraz produced in north brazil (pernambuco) and only sold at Expand Wine Stores. You can find them at PraÃa Nossa Senhora da Paz in Ipanema (next to Baronetti night club and Botequim Informal) or at the new shopping center in Leblon, Shopping Leblon. In that special place, they even have a bar where you can buy your wine on the shop and taste it there, with a great (and posh) view of Lagoa. Rio Sol goes from 18 to 30 reais.
I never saw the Devassa beer in stores, only had them at the Devassa brew pub/restaurant (which was great) - but the beers were the closest we found to the micro beers we're used to in Seattle (and the price for a pint was about the same as home...maybe a little less)
Local red wine is cheap in price and quality. Local beer is cheap and high in quality, especially Brahma and Bohemia (although Bohemia was better before it got bought out and uses different water than before).
You can drink on the beach, but I would suggest buying from a local seller rather than bringing your own as they keep coolers with ice and you won't have the materials to keep your own beer as cold as they do.
When we heard that a Paris Hilton beer ad had been banned in Brazil, we were kind of excited. It would have to be pretty racy, right? But alas, it's just Paris dancing around with all the sensuousness of a pressed ham, cooling herself with a Devassa beer while people watch from the street and spy on her from neighboring apartments. Brazil has strict regulations about not objectifying women in beer commercials. In fact, they'd take girls in bikinis on a beach (which "isn't necessarily sensual; it depends on the context") over what Paris is doing here.
*If you care about politics, Skol was bought by Brahma which also owns Antarctica, which was then bought by AmBev, which merged with Interbrew to create InBev, which then bought Anheuser-Bush to create AB-InBev. Or, you can just drink your beer on the beach.
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